Essay about Marketing Opportunities

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Company Profile

BBQfun is one of Queensland's specialty retailers. The BBQfun brand is synonymous with barbeque retailing and is built on the strong foundation of selling barbeques and outdoor lifestyle itmes to Queensland consumers since 2009.

BBQfun’s product range is primarily focussed on barbeques and outdoor lifestyle products, incorporating both local and important goods. BBQfun operates two store in Queensland, one in Brisbane and one at the Gold Coast.

BBQfun provides to customer great value products, excellent customer service, continuously improvement and innovation and is trusted by more than 10,000 customers in Queensland.

Situation analysis

The retail market changed over the last few years, it became more competitive
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Their main focus is on cheap imports and on already established markets. They have a strong replacement segment which is highly valued by consumers. However, their trading is mainly based in Adelaide and Melbourne which assist our market-share in Brisbane. BBQ’s R US are considering on entering the e-commerce market.

Outdoorz has Australian-made outdoor lifestyle product with good value prices making them highly competitive to BBQfun. They have a few stores situated in every major city and the quality of their products range from low to medium. Alike BBQ’s R Us, Outdoorz has a strong focus on their replacement segment. They are gaining market strength in Brisbane and have a large advertising budget. If Outdoorz considers e-commerce marketing strategies, they will become a major threat out of the three.

BBQfun’s local competition are mainly independent retailers. Our local competitors have products ranges that varied according to the owner’s preferences. They mostly sell Australian manufactured goods with an average item sale of $250/piece. All these independent retailers have a market share of 48% and a growing rate of 8% per year.

Situation analysis summary
BBQfun trades on a highly competitive growing market. Competitors fighting hard for every single market share. BBQfun is in a fortune situation to enter a niche market with only a few competitors and has also great potential to expand
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